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Trust in Influencer Marketing: Factors Influencing Followers' Perceptions in the Baltic Countries
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Author(s): Maria Randers (ISM University of Management and Economics, Lithuania), Ricardo Fontes Correia (Polytechnic Institute of Bragança, Portugal), Dominyka Venciute (ISM University of Management and Economics, Lithuania)and Ruta Fontes (Aveiro University, Portugal and GOVCOPP, Portugal)
Copyright: 2023
Pages: 20
Source title:
The Role of Brands in an Era of Over-Information
Source Author(s)/Editor(s): Ricardo Fontes Correia (Polytechnic Institute of Bragança, Portugal), Dominyka Venciūtė (ISM University of Management and Economics, Lithuania)and Bruno Miguel Sousa (Polytechnic Institute of Cávado and Ave, Portugal)
DOI: 10.4018/978-1-6684-8351-0.ch001
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Abstract
This study explores the factors that influence followers' trust in influencer marketing in the Baltic countries and provides practical recommendations for agencies and influencers. Through a comprehensive literature review, the study emphasizes the significance of influencer credibility, encompassing elements such as expertise, image congruence, branded content labeling, and the influencer-follower relationship. The research employs a mixed-methods approach, combining quantitative data collection through a survey targeting social media users and qualitative data collection through interviews with influencer marketing experts. The findings reveal that followers are more likely to trust influencers who exhibit expertise in the specific field being advertised, while incoherence between regular content and advertisements decreases credibility. The outcomes provide valuable insights, offering practical recommendations for agencies and influencers to establish trust and credibility in their advertising efforts.
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